It’s the latest example of the Seattle company’s growing ambitions in digital entertainment and media. Earlier this week, the company announced a new tool called GameCircle for Kindle Fire, with features including leaderboards and syncing of games across devices, aiming to support developers who make games for the Amazon tablet.

The company’s strategy is to sell the Kindle Fire at or below cost and then make up the difference through sales of media and other content. Publishing its own games, in much the same way it publishes its own books, would be another way to try to make money from its investment in hardware and online services. The company isn’t commenting on the Business Insider report.